In the age of transparency and digital conversation, customers no longer just trust advertisements—they trust people. And not just influencers or CEOs—but the everyday employees behind the brand. When employees speak positively about their company, they become the most authentic and influential brand ambassadors. This strategy is known as employee advocacy, and it’s becoming a cornerstone of modern brand reputation management.
According to Edelman’s 2023 Trust Barometer, employees are trusted more than CEOs, journalists, or government officials when it comes to delivering credible information about a business. So how can organisations empower their staff to become reputation-building advocates online?
What is Employee Advocacy?
Employee advocacy refers to the promotion of a company’s brand, values, or culture by its employees—typically through digital platforms like LinkedIn, Twitter, Facebook, or even word-of-mouth.
This might look like:
- A developer sharing a photo of a team workshop
- A customer service rep posting a product tip on LinkedIn
- An HR manager celebrating a new hire on Instagram
It’s not just about marketing—it’s about humanising the brand and building credibility through real voices.
Why It Matters in Reputation Management
1. Employees Are Trusted Sources
Consumers see employees as real, unbiased insiders. A report by Nielsen (2023) found that 84% of people trust recommendations from people they know over any other form of advertising.
Even when employees share on LinkedIn or social media (outside of their job roles), their posts generate 8x more engagement than branded content (LinkedIn, 2023).
2. It Scales Brand Reach Organically
With hundreds of employees, your company could reach thousands or even millions—without spending on paid ads. For example, a company with 200 staff members, each with 500 connections, could reach 100,000 people organically through advocacy.
3. It Attracts Talent and Builds Employer Brand
When employees publicly show pride in their workplace, potential candidates notice. According to Sprout Social (2024), 78% of job seekers consider a company’s social media presence before applying—especially posts shared by staff.
Benefits of Employee Advocacy
| Benefit | Description |
| Trust | Builds authenticity through peer-to-peer voices |
| Reach | Increases visibility across platforms without extra ad spend |
| Engagement | Higher click-through and engagement rates than corporate posts |
| Retention | Employees who advocate are often more engaged and loyal |
| Recruitment | Attracts top talent by showcasing company culture |
How to Build a Successful Advocacy Program
1. Foster a Culture of Openness
People won’t post about work unless they feel proud of it.
- Share internal wins, events, and success stories.
- Encourage departments to celebrate milestones.
- Promote transparency and value employee feedback.
2. Train Staff on Digital Branding
Not all employees are natural content creators—but they can learn. Run workshops on:
- Personal branding
- How to use LinkedIn effectively
- What is OK to share (and what’s not)
- Tone, visuals, and hashtags
Example tools for training & management:
3. Provide Shareable Content & Templates
Make advocacy easy. Don’t expect employees to invent content from scratch.
- Provide templates for LinkedIn posts, stories, or tweets
- Share weekly “talking points” or internal updates
- Create a digital asset library (logos, graphics, captions)
Tool tip: Canva Teams makes it easy to co-create branded social media templates.
4. Lead by Example
If leaders share and engage on social media, others will follow.
- Encourage managers to actively post and reshare company updates.
- Recognise top employee advocates during meetings.
- Share success stories of how advocacy led to a hire, sale, or media mention.
Real-World Example: Cisco’s Advocacy Win
Tech giant Cisco created a formal employee ambassador program called #WeAreCisco. It encourages employees to share real stories of life at Cisco. This initiative helped:
- Increase engagement by 3x compared to branded channels
- Improve recruitment rates through social referrals
- Reduce ad spending on employer branding
Measuring Employee Advocacy Success
To keep your program effective, track key metrics:
| Metric | What it Measures |
| Engagement Rate | Likes, comments, shares per post |
| Reach | Number of impressions per employee |
| Click-Through Rate | Visits to site or landing pages |
| Brand Sentiment | Tone of conversation around your brand |
| Employee Participation | Number of employees actively advocating |
Recommended tools to track analytics:
Addressing Risks and Concerns
Some companies hesitate to let employees post freely. However, these concerns can be managed through:
- Social media guidelines – explain do’s and don’ts
- Content approval flows – pre-approved topics or templates
- Internal moderation – assign a small team to support and respond
Remember, empowering your team is safer than silencing them—because employees will post anyway. It’s better to guide them than ignore them.
Employee Advocacy and Brand Resilience
In times of crisis or change, employee voices can help defend your brand. When employees speak up genuinely during PR challenges or share behind-the-scenes stories, they provide a more balanced narrative than media headlines.
Example:
During the pandemic, several airlines received negative press. But companies like Southwest Airlines encouraged their flight attendants and ground crew to share real updates and positive stories—helping rebuild trust from the inside out.
Tips for Small Businesses
You don’t need a big team to start. Even a few engaged staff can create a powerful ripple effect.
Start small:
- Ask 3–5 employees to test content sharing
- Use free tools like Buffer or Later
- Highlight their impact in internal communications
Note
Your employees are your most valuable marketing asset—because they are credible, relatable, and connected. By equipping them with the right tools, content, and encouragement, you can unlock a reputation engine that money can’t buy.
In a world where trust is currency, employee advocacy is one of the smartest and most scalable ways to build brand reputation online. Start now. Empower your people. And let them tell your brand story—better than any ad ever could.
More Read
References
Edelman. (2023). Trust barometer: The new employer-employee compact. https://www.edelman.com/trust/2023-trust-barometer
EveryoneSocial. (2024). Employee advocacy statistics. https://everyonesocial.com/blog/employee-advocacy-statistics/
Hootsuite. (2024). Employee advocacy guide. https://www.hootsuite.com/resources/employee-advocacy-guide
LinkedIn. (2023). The power of employee advocacy. https://business.linkedin.com/marketing-solutions/blog
Nielsen. (2023). Trust in advertising report. https://www.nielsen.com/insights/2023/trust-in-advertising/
Sprout Social. (2024). The state of social media in the workplace. https://sproutsocial.com/insights/social-media-at-work/
